In marketing, a corporate identity is the “persona” of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks. Corporate identity comes into being when there is a common ownership of an organizational philosophy that is […]

Don’t hire 10 to design your website In 90s, we might need to hire 5 to change a light bulb… 4 to spin the table below, then 1 to twist the light bulb above. Now we need only 2, possibly 1… Both go and get a long & ‘heavy’ aluminum ladder, then 1 climb up […]

Ideally your company will have a portfolio of products, all at different stages in their life cycle, so that balanced growth can be achieved and risks minimized. Basic types of product From a marketing point-of-view there are three basic types of products. These are: Consumer goods; Industrial goods; Services. There are, of course, some products […]

The dictionary definition of marketing is: ‘the provision of goods or services to meet consumer’s needs’. In other words, marketing involves finding out what your customers want and matching your company’s products to meet those requirements, and in the process making a profit for the company. Successful marketing involves having the right product available in […]

The Entrepreneur, the Manager, and the Technician No, The Technician isn’t the only problem. The problem is more complicated than that. The problem is that everybody who goes into business is actually three-people-in-one: The Entrepreneur, The Manager, and The Technician. And the problem is compounded by the fact that whole each of these personalities wants […]

As defined by the Chartered Institute of Marketing, marketing consists of “identifying, anticipation and satisfying customer requirements profitably.” That definition doesn’t change as business moves online. But while the core elements of marketing remain the same, it is no secret that customer behavior is shifting. We frequently turn to online sources for things we used […]